Geoffrey rush gives RSPCA campaign a voice

Geoffrey rush gives RSPCA campaign a voice
SHARE
THIS



 

Actor Geoffrey Rush has lent his voice to a new spot for the RSPCA Queensland, by Brisbane agency Engine.

The pro bono campaign features the new positioning line, ‘We’re all creatures great and small’.

Tim Weger, managing director of Engine, said: ““Through our strategy planning process, we uncovered early on that people play an increasingly important role in the mix but this wasn’t being conveyed by the current positioning.  ‘We’re all creatures great and small’ is a small but significant re-engineering of their well-known and loved positioning of “for all creatures great and small’ that gives us a heap of scope creatively as it unfolds across all manner of communications. 

“It also gives permission to the audience to put themselves in the position of an animal in need, which we’ve found is a powerful way of securing much needed support both from individuals and the business community.”

Rush added: "It is a nice little distilled, simple picture book with smart sentiments. It's got a really lovely resonance. I like the whole structure of it and the primal quality going with the images is really beautiful. 

“At the moment everyone's technique seems to smash you over the head with fast editing and a high concept … it's refreshing and interesting to see something where chooks just DO what they do without any other garbage around it.”

And Michael Hornby, RSPCA Queensland’s executive manager, said: “The importance of people having empathy towards animals is the most effective way to prevent cruelty – the commercial has captured this beautifully.

“We’re truly humbled by the support that we’ve received from everyone involved in bringing this new positioning to life, completely pro bono.”

CREDITS:

Agency: Engine Group; managing director: Tim Weger; account director: Sarah Ferguson; co-creative director: Kory McAvoy; co-creative director: Tim Hall; production: Cartel Film Production; producer: Damion Tiernan; director: Gerard Lambkin; production assistant: Nicole Miles; camera assistant: Cameron Clark; key grip: Nick Karam; gaffer:  Glenn Jones; make-up artist: Jane Heta; music composer: Ryan Walsh / SST Workshop; voiceover: Geoffrey Rush; lady: Dorothy Thorsen; man: John Nightingale; post production: The Post Lounge; producers: Celeste Fairlie, Kathryn Hammond; editors: Steve Cooper, Sam Stokes, Brent Kriel; colourist: Jan Degn; online editor: Steve Tedman; sound engineer: James Starnes; media agency: UM Brisbane

Please login with linkedin to comment

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]